Consumer Behavior in Making Purchasing Decisions on the Shopee Program On-Time Guarantee
Abstract
The phenomenon of Indonesians doing online shopping activities in the marketplace has continued to increase in recent years, but it has not been directly proportional to consumer satisfaction. Consumers are disappointed that orders do not arrive on time. The study aims to determine consumer behavior when making purchasing decisions on Shopee's On-Time Guarantee. The research was conducted using a qualitative approach, namely interviews and Focus Group Discussions. The research findings explain that the On-Time Guarantee is closely related to the formation of consumer behavior in making purchasing decisions, such as recognizing problems, searching for information, evaluating alternatives, purchasing decisions and evaluating post-purchase behavior. Informants gather information from social media, Google, and brand ambassadors on television. In evaluating alternatives, informants compare Shopee's service quality with competitors and the efficiency of order delivery time. Positive feedback from friends, promotions, delivery speed, and ease of handling influence purchase decision-making. Innovative technologies such as real-time delivery and automatic notifications on the app affect consumer satisfaction. The conclusion is that informants will make repeat purchase decisions in the future and recommend Shopee to their social environment, which can increase Shopee's customer base. Informants' satisfaction with Shopee's 'On-Time Guarantee' has a positive impact on consumer loyalty.
References
Adriyanti, A., & Abubakar, A. H. (2023). Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Produk Kecantikan Melalui E-Commerce Shopee. Jurnal Pendidikan Ekonomi, 17, 239–248. https://doi.org/10.19184/jpe.v17i2.42375
Aryanto, A. (2022). Perilaku Konsumen di Era Digital - InfoBrand.id (Issue January). https://infobrand.id/perilaku-konsumen-di-era-digital.phtml
Chaniago, H. (2020). Analisis kualitas pelayanan, kualitas produk, dan harga pada loyalitas Konsumen nano store. International Journal Administration, Business and Organization, 1(2), 2020.
Chaniago, H., & Efawati, Y. (2022). The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions. International Journal of Business and Globalisation, 30(2), 187-206. https://doi.org/10.1504/IJBG.2022.122664
Chaniago, H. (2023). Investigation of entrepreneurial leadership and digital transformation: Achieving business success in uncertain economic conditions. Journal of technology management & innovation, 18(2), 18-27.
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis dan Permodelan. Bandung: Edukasi Riset Digital, PT.
Creswell, John W & J. David Cresweell. (2018). Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications
Efawati, Y., Rifaturrahman, R. F., & Chaniago, H. (2024). The Effect Of E-Service Quality On Repurchase Interests Of The Online Shopping Shopee Indonesia. Jurnal Ekonomika dan Manajemen, 13(1), 8-25. https://doi.org/10.36080/jem.v13i1.2846
Efawati, Y., & Hermawan, N. J. (2020). Making Sense Of The “Product Attributes” Trends: A Review Of Consumers Drink Choice Behavior And Industry Implications. International Journal Administration, Business & Organization, 1(2), 28-37. https://doi.org/10.61242/ijabo.20.35
Efawati, Y. (2016). Faktor Penentu Keberhasilan Pasar Fashion Tradisional. Jurnal Riset Bisnis Dan Investasi, 2(1), 13-13.
Firmansyah, A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). In Deepublish (Vol.5). Deepublish
Fitrah, M. dan Luthfiyah. (2017). Metodologi Penelitian, Penelitian Kualitatif, Tindakan Kelas & Studi Kasus. Jejak Publisher
Hadya Rizka, Sutardjo Agus, M. A. (2021). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Pengambilan Keputusan Pembelian Baju Batik Di Toko “Florensia” Kota Sawahlunto. Matua, 3(1), 13–24.
Hardiyanto, N., Gunawan, A. I., Rafdinal, W., & Choirul, N. (2020). Analisis Perilaku Belanja Online Selama Masa Pandemi. 6(3), 120–130.
Hasibuan, A. N., & Rambe, D. (2020). Perilaku Konsumen Dalam Belanja Online Melalui Perspektif Gender. Mediastima, 26(1), 84–116. https://doi.org/10.55122/mediastima.v26i1.15
Hermansyah, Veza, O., & Hernuning, N. (2020). Analisis Tingkat Kepuasan Pelanggan Terhadap Pelayanan Online Shop Gic. Jurnal Industri Kreatif (JIK), 4(01), 37–44. https://doi.org/10.36352/jik.v4i01.56
iPrice Group. (2023). Peta E-Commerce Indonesia. iPrice Insight.
Isnaini, N., & Rahmawati, I. (2021). Analisis Sikap dan Perilaku Konsumen dalam Pembelian Produk Vitami Vitacimin di Masa Pandemi COVID-19 (Studi pada Karyawan Koperasi Serba Usaha Kembang Wijaya Kusuma Jombang). Jurnal Ilmiah Kohesi, 5(3), 149–155.
Kotler, P., Keller, K.L & Alexander, N.(2021). Marketing Management 16th Edition. Pearson Education Limited (Global Edi). Pearson Education Limited.
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (Global Edition 18e, Issue 1). Pearson Education Limited.
Muharam, H., Chaniago, H., Endraria, E., & Harun, A. B. (2021). E-service quality, customer trust and satisfaction: market place consumer loyalty analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.
Nainggolan, N. T., Sudarso, A., Nainggolan, L. E., Hastuti, P., Putu, D., Ardiana, Y., Sudirman, A., Gandasari, D., Mistriani, N., Halim, A., Kusuma, P., Rumondang, A., Gusman, D., Yayasan, P., & Menulis, K. (2020). Perilaku Konsumen. 20.
Nufus, H. . & H. T. (2022). Strategi Promosi dengan Memanfaatkan Media Sosial TikTok dalam Meningkatkan Penjualan (Studi Kasus pada TN Official Store). Jurnal EMT KITA, 6(1), 21–34.
Nuraini, A., Chaniago, H., & Efawati, Y. (2024). Digital Behavior and Impact on Employee Performance: Evidence from Indonesia. Journal of Technology Management & Innovation, 19(3), 15-27.
Putri, N. H., Sari, N. S., & Rahmah, N. (2022). Faktor-Faktor Yang Mempengaruhi Proses Riset Konsumen: Target Pasar, Perilaku Pembelian Dan Permintaan Pasar (Literature Review Perilaku Konsumen). Jurnal Ilmu Manajemen Terapan, 3(5), 504–514.
Qazzafi, S. (2019). Consumer Buying Decision Process. International Journal of Scientific Research and Engineering Development, 2(5), 130–134. https://bizfluent.com/how-does-5438201-consumer-buying-decision-process.html
Qazzafi, S. (2020). Factor Affecting Consumer Buying Behavior: A Conceptual Study. IJSRD-International Journal for Scientific Research & Development|, 8(May), 2321–0613. www.ijsrd.com
Rahayu, D. W. S. (2022). Perilaku Konsumen Dalam Penggunaan Voucher Shopee. Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 15(2), 53–60. https://doi.org/10.35457/akuntabilitas.v15i2.2541
Rachman, A., Efawati, Y., & Anmoel, J. T. (2024). Understanding The Role Of Fomo (Fear Of Missing Out) In Impulse Purchase For Smes. Riset: Jurnal Aplikasi Ekonomi Akuntansi Dan Bisnis, 6(2), 117-134.
Saefullah, A. (2022). Analisa Tingkat Kepuasan Pelanggan Terhadap Kualitas Pelayanan Pada Toko Online Shop XYZ. Economic and Business Management International Journal (EABMIJ), 4(3), 278–285.
Sidiq. (2019). Metode Penelitian Kualitatif di Bidang Pendidikan. Cetakan 1. Nata Karya
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Surapati & Mahsyar. (2020). Relationship Between Consumer Behavior, Discounts and Purchase Decision. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(1), 2614–1280.
Thariq, F., & Efawati, Y. (2024). The Influence of Website Quality on Buying Interest Consumer. International Journal Administration, Business & Organization, 5(3), 64-74.
Umbara, T., Laksmi, N., & Wulandari, P. (2023). SEIKO : Journal of Management & Business Analisis Perilaku Konsumen Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee di Indonesia. 6(1), 229–242. https://doi.org/10.37531/sejaman.v6i1.3618
Wahyudin, M., Yuliando, H., & Savitri, A. (2021). Consumer Behavior Intentions to Purchase Daily Needs through Online Store Channel. Agritech, 40(4), 306. https://doi.org/10.22146/agritech.49232
Widjanarko, W., & Saputra, F. (2023). Analisis Keputusan Pembelian dan Loyalitas Pelanggan terhadap Voucher Gratis Ongkos Kirim E-Commerce Shopee Indonesia. 4(5), 678–685.
Copyright (c) 2024 Endah Rundika Pratiwi, Sabilla Tri Ananda
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
- The authors confirm that they are the authors of the submitted article, which will be published (online) in the journal IJABO (International Journal Administration, Business & Organization) by the Asosiasi Ahli Administrasi Indonesia (A3i), Bandung, Indonesia. The author’s name will be evident in the article. The publisher makes all decisions regarding the layout and distribution of the work.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit themself to defend the interests of the publisher and shall cover any potential costs.
- Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). This license allows the redistribution and reuse of papers provided the authorship is properly credited.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as this can lead to productive exchanges and earlier and greater citations of published work.
